GMC boss Duncan Aldred hinted in 2014 that GMC could launch a rival to the Jeep Wrangler, and speaking recently with Automotive News he said GMC could be positioned as an “alternative to Jeep” to help boost sales. Jeep is on fire right now, with its annual sales in 2015 breaching the million mark.

Aldred said new products for GMC were part of “Phase 2” of the brand’s growth strategy and would only start arriving around 2020. “Phase 1,” he said, is currently underway and includes building brand awareness and elevating the premium Denali tag to sub-brand status.

GMC isn’t the only brand that’s looking at introducing a new rugged SUV. Ford Motor Company [NYSE:F] is due to launch a new Bronco based on the next-generation version of its Ranger mid-size pickup truck. Nissan has also started testing a prototype for an SUV based on its NP300 Navara mid-size pickup truck.